may webinar: big picture healthcare research

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1 © 2012 Research Now Big Picture Healthcare Research: Explore creative sampling methods to reach patients, physicians and healthcare providers. John F. Turner, MPH Director, Healthcare Solutions Around the water cooler May 2012 Webinar

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Explore creative sampling methods to reach patients, physicians and healthcare providers. Presentation by: John Turner, MPH Director, Healthcare Solutions

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Page 1: May Webinar: Big Picture Healthcare Research

1 © 2012 Research Now

Big Picture Healthcare Research: Explore creative sampling methods to reach patients, physicians and healthcare providers.

John F. Turner, MPH

Director, Healthcare Solutions

Around the water cooler

May 2012 Webinar

Page 2: May Webinar: Big Picture Healthcare Research

2 © 2012 Research Now

Agenda

Big Picture Healthcare Research

Healthcare Market Research – a paradigm shift

Targeted Audiences – why each group is important

Creative Sampling Methods

Multimode Recruitment

Think “Function” not “Title”

Live Intercepts

Association Partnerships & Non-Profits

3rd Party Household Data

Till Recruiting

Mobile Reach

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Healthcare Market Research

Where is Healthcare Market Research heading?

Old Industry Standards

Physicians only

Today’s Market Emphasis

Direct-to-Consumer Advertizing

Niche products with small survey universes

Patent Cliff

Market Spend

~$1.3 Billion in 2010

— Inside Research (May 2011)

By 2014…

60% of companies expect an

increase in total spending on

outside resources for

pharmaceutical market

research.

Pharmaceutical market research

vendors will be expected to

function as full partners,

delivering fully vetted

recommendations instead of

just data, and to provide access

to innovative methodologies

and techniques.

-Reuters

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Healthcare Research Audiences Comprised of many unique groups

Physicians/Healthcare Providers

Highly educated

Valuable opinions

Treatments/Services provided

Market Influencers – Rx behavior

Influence medication, equipment, and services used/provided

Perception, image, and awareness

Patients

Product adherence

Market perception

Brand Satisfaction/Dissatisfaction

Utilization

HB2B

Healthcare business knowledge

Purchase decisions

Payers

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Audience Challenges

What’s at stake?

Finite Groups

Ailment Prevalence

Unique Recruitment Methods

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Creative Sampling Solutions

Finding the “Hard-to-Reach”

Multimode Recruitment

Think “Function” not “Title”

Live Intercepts

Association Partnership & Non-profits

3rd Party Household Data

Till Recruiting

Mobile Reach

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Multimode Recruitment

Invitation Methods

Email

Direct Mail

Phone (Mobile)

Fax

Referral (Colleague)

Benefits

Expands total targetable universe

Improves response rates

Increases deliverables

Targets

Physicians

Patients

HCPs – Dentists, Veterinarians, Nurses, Radiology Techs, etc.

HB2B – Hospital Administrators, Payers, Purchasing Directors, etc.

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Think “Function” not “Title”

Start expanding the possibilities for reaching your target

Example: Hospital Administrators

Questioning should reveal role and/or decision making/influencing capabilities

Example: Surgeons

How many stent implantations do you perform in a given week?

Example: Patients

Co-morbid condition sufferers

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9 © 2012 Research Now

Live Intercepts

Directly engage a particular person or group in a random or specified location

Targets

Cancer

HIV/AIDS

Hemophilia

Hepatitis

Pros

Reach low prevalence ailments and/or undergoing unique treatments

Reach respondents who may not be online and/or part of online panels

Cons

Longer field times

Higher CPIs due to additional/unique efforts needed and cash incentives

Example: Hispanic Female AIDS/HIV Patients

4% of the AIDS/HIV population (~0.04% of the general population)

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Association Partnerships & Non Profits

Good resource for finding “hard-to-reach” targets

Find Networks

Low Incidence Rate Populations

Give Back to the Community

Information

Revenue Source

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3rd Party Household Data & Caregivers

Consider who will know the most about an ailment and treatment

Can often be caregivers and/or household members, not sufferers.

“Are you a caregiver of someone who suffers from…?”

“Does someone in your house suffer from…?”

3rd Party Household Data

Self-reported household data pertaining to specific ailments

Screen to obtain sufferer or caregiver

Does not violate HIPAA

Example: Alzheimer’s Patients & Their Caregivers

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12 © 2012 Research Now

Till Recruiting

What is Till Recruiting?

A method used to invite highly targeted consumers of prescription drugs to participate in surveys when they have their prescriptions filled.

A survey invitation is automatically triggered by the purchase of the medication and is attached or inserted into the prescription bag.

Benefits

Point of Purchase

Low prevalence/hard-to-reach ailments

Specific Rx Populations

Adoption of new Rx

Real time feedback

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Mobile Reach

Recruit physicians via mobile devices

App

Push Text Technology

Mobile Patient Communities

Developing Nations – mostly mobile

Real-Time Data

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One Stop Shop

Added benefits

Customized Solutions

Creative approach to sampling

Find hard-to-reach audiences

Deliverability of data

Single point of contact

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Thank You for Participating

Any questions?

[email protected]